Huan Chen

Young consumers response to advertising on Snapchat is affected by how they perceive promotion on the social media platform. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising Department interim chair and associate professor, and Yoon-Joo Lee were featured in “How Perceived Characteristics and…

Using social media influencers to help promote a brand has become an increasingly important marketing strategy. But questions remain about selecting an influencer to represent a brand online. Celebrity endorsements aren’t new, but the online influencer/follower relationship is considered less stable than the relationship between traditional celebrities and fans. University…

A new study has found that the experience of studying abroad causes Chinese international students to have opinions that differ from those of the major users of Chinese social media. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising Department interim department chair and…

Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, has been named interim chair of the Advertising Department effective Nov. 1. Chen succeeds Robyn Goodman who was named UFCJC Associate Dean for Graduate Studies. Huan joined the UFCJC faculty in 2015 after four years at…

Many brands incorporate gender-related or political topics into their social media campaigns to stimulate conversation and engagement. However, consumer opinions are volatile, and a controversial campaign risks backlash. By using artificial intelligence (AI) to automate the analysis of consumer responses to social campaigns, brands can better understand consumer values and…

A new study has found that two proprietary machine-learning models from Amazon and Google performed better than traditional supervised machine-learning algorithms to understand the inherent meaning of consumer conversations. The findings by Yang Feng, University of Florida College of Journalism and Communications Advertising associate professor in artificial intelligence for the…

Social issue advertising campaigns are proliferating, particularly on social media and with, in many cases, a polarizing effect. Yang Feng, University of Florida College of Journalism and Communications Advertising associate professor in artificial intelligence for the Consortium on Trust in Media, and Advertising Associate Professor Huan Chen, wanted to explore ways…

A new study has revealed that consumers’ personal and social identification are related to their favorite influencers, and the brands endorsed by these influencers lead consumers to participate in higher-level brand-related activities. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, doctoral…

Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, and Yang Feng, UFCJC Advertising associate professor in Artificial Intelligence, have received a 2022 American Academy of Advertising (AAA) Research Fellowship Grant for their research proposal “From Instagram to Amazon: How Influencer Inoculation Messages Mitigate the…

A new study has found that data mining can be used to help monitor evolving consumer responses to social issue campaigns, considering the dynamic nature of public opinion. The research by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, and research colleague Yang Feng,…

Huan Chen, University of Florida College of Journalism and Communications Advertising associate professor, and Benjamin Johnson, Advertising assistant professor, have been named to the Journal of Advertising Editorial Review Board. Chen and Johnson will serve on the board with CJC Advertising faculty members Michael Weigold and Kasey Windels. Advertising Professor…

Marketers are increasingly taking advantage of AI strategies when interacting with prospective customers, particularly in data collection and message targeting. But how consumers perceive or understand the use of AI in marketing has been unclear. A recent study by University of Florida College of Journalism and Communications scholars Huan Chen…